Conversion rate is the percentage of product page visitors who buy your product. It’s formula is Total Conversions / Total Clicks.

The average conversion rate for typical eCommerce products is significantly lower at 1.33%, showing just how valuable Amazon Sponsored Product Ads really are.

It’s good to remember though that context is very important for conversion rates. Larger time frames and sample sizes will increase the accuracy of this metric while high competition can lower it’s overall value.